Social Media in 2016 – The Year of Video

January 31, 2017

Social Media in 2016 – The Year of Video

girl being videoed on a phone
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For marketing professionals, a look back at 2016 is sure to bring plenty of new account openings and new followers to find. It has definitely been a year for growing your business by improving your web presence. And, if you are like many of today’s brands and marketers, you’ve taken a little time to put yourself, your company, your products and your branding behind the video camera. Gone are the days of using a professional company to create commercials, but 2016 definitely put video in the spotlight.

It’s the Year of Video

Did you know that 200 million people are consuming digital video content in the U.S.? Statista says that from 2012 to 2020, the number of people watching online video will climb to 232.1 million people. That’s an incredible number of people streaming content — including your brand’s content.

The numbers get more impressive. For example, video ad spending rose 30 percent from 2015 to 2016. And, eMarketer says digital video will grow by double digits through 2020 going forward. That will reach an astounding $17 billion spent on online video ads by 2020.

Perhaps, even more telling for brands is that 80 percent of millennials say that they use digital videos on mobile and other platforms as a way of researching a company or product before making a buying decision. That’s according to Animoto. Another survey, from Aberdeen, found that those companies that use online video in their social media marketing see an average of more than 40 percent more traffic to their websites over typical searches.

We could go on with the statistics, but you get the point. In 2017, you need to make video a key component of your marketing. Wrapped alongside social media analytics tools, video will help you to create and build your brand.

The Ripple Effect of Facebook Live

In April, Mark Zuckerberg created a simple Facebook post, and then, he was live. It was the launch of Facebook Live. The service is just as it sounds. It’s a way to turn on the video on your phone, point it at your face and start talking to your audience on Facebook. It is one of the biggest changes to social media this year.

Everyone is doing it:



Click a few of these links to see some of the most talked about Facebook Live videos:

  • Disney partnered with Airbnb to promote the movie The Jungle Book. As a part of the campaign, The Jungle Book Facebook page went live at a premier of the movie where Airbnb created a treehouse for the event. Click Here
  • Dunkin’ Donuts got a lot of attention for its live demonstration on Facebook Live creating a donut wedding cake. Check It Out Here
  • In a Facebook Live event, Buzzfeed stretched rubber bands over a watermelon until it exploded. Strange, but it had people watching for the full 40 minutes! Click Here for It

Numerous Platforms Have Launched Video Sharing

The launch of Facebook Live has been a springboard for the use of video in marketing. Some companies have refined their platforms, creating interesting and engaging access to their audiences. Now, brands have multiple options to select from (and there’s no doubt that using numerous platforms is ideal). Take a look at some of the latest additions.

Instagram Stories

Instagram Stories takes using this photo-focused website to the next level. It allows users to create a photo sequence that lasts about a day. In November, the company launched mentions, links, and inline versions of the Boomerang tool in Stories.


Twitter Live

Brand new to the video market is Twitter. It is now possible to broadcast directly from Twitter. And, brands are already using it, including the NFL. The move comes after Twitter purchased the video app Periscope. Now that the two are integrated, it is possible for Twitter users to create and broadcast video easily. Sara Haider, who is the head of Periscope, said this of the process: “Twitter is about real-time and what’s happening in the moment. Live video creates experiences you can engage in and be part of.”

It’s still very new — as in out of the box. However, it is likely that brands with a strong Twitter following already will find this tool exceptional when it comes to making use of live video feeds.

Here’s an image of how to do it, according to Twitter:


One thing is clear: video is one of the most powerful tools for brand marketing, brand development, and web presence growth. Without it, along with social media analytics tools and social media listening tools, brands will have a hard time embracing and engaging their audience effectively.

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